Most people know what a postcard is. Nevertheless, according to the Collins English Dictionary, a postcard is a piece of thin card, often with a picture on one side, which you can write on and send to people without using an envelope. This definition explains what it is and what its purpose is but these days, postcards have become much more than a way to send a short message to a friend from a vacation spot. In fact, postcards are rarely used in this way anymore because almost everyone has access to a smartphone with the ability to send a picture message in seconds. Why would you go to the bother of writing a message on a piece of card that you would then have send through the mail?
Postcards for Business
The effectiveness of postcard marketing explains why they are still in use today. The experts at Full Tilt Direct say that for some businesses, the postcard is their most effective tool when it comes to getting a simple message to existing and potential clients. This effectiveness is in a postcard’s simplicity.
Another reason for the efficacy of a postcard marketing strategy is that it is different. Today’s technological advances means that more businesses are choosing to reach out to their customers digitally. This means that those who do use direct mail marketing methods such as postcard mailers have the edge. They are utilizing a method that enables them to stand out from the crowd and be seen.
What are the Advantages of Postcard Marketing?
When it comes to direct mail marketing, postcards are perhaps one of the most cost-effective options. Companies do not need to spend large sums of money on a postcard marketing strategy because printing on such a small space is affordable while postage costs are also significantly lower than for other types of direct mail such as brochures or catalogues.
A postcard is a measurable marketing tool, especially if the business includes something like a specific landing page, discount code, or QR code on it. Because the business will know exactly how many postcards they have sent out, they will be able to measure the success of the campaignbased on any responses they get.
When compared to digital marketing campaigns, postcards have more longevity. They tend to sit on the desks of potential clients or in their homes for a longer period than an email, which might instantly be deleted, never to be seen again.
When used correctly, postcards can have a quick and positive impact. Used to convey a direct message such as the launch of a new product, an invitation to a tradeshow, or to announce a sale, they can pique the interest of the intended recipient and encourage them to answer your call to action.
What Should You Include on a Postcard
As mentioned, the biggest impact of a postcard campaign can be seen when they are used as effectively as possible. Whatever message you are hoping to convey to your customers should be included, but there are other things that should not be omitted such as company name, address, and contact information as well as a call to action.
Furthermore, postcards that are personalized have more impact. This means using the recipient’s name, not only in the address fieldbut also in the design of the postcard. Try adding a gimmick to your postcard such as making it magnetic or adding a scratch off panel to reveal a discount. People love getting little surprises in the mail, and this will make them take notice of what you have to say.